Socio Economic Classification (SEC)

A common classification that is used by marketers to describe the Indian population is the Socio Economic Classification (SEC). SEC is the classification of Indian consumers on the basis of two parameters: Occupation and Education of the chief wage earner (Head) of the households. The SEC classification, created in 1988, was ratified by Market Research Society of India (MRSI), is used by most media researchers and brand managers to understand the Indian consuming class.

According to the SEC, the Urban Indian households are classified on the basis of the two parameters Education and Occupation into SECA1, A2, B1, B2, C, D, E1, E2.

In urban households, SEC A1 include those with graduation/post graduate holding senior positions like CEO’s and Middle level managers and also those entrepreneurs having some college education and employs more than 10 staffs. The Rural Indian Households are classified into SEC R1, R2, R3, and R4. In the rural classification, the parameters are Education of the Chief wage earner and the type of the house.

The SEC classification helps the marketers to identify segments that have high consuming potential. The high potential types: A1, A2, the medium ones and the bottom of pyramid ones. The SEC classification is used by Media planners to decide the media which gives the client maximum effectiveness. The research team at the media houses uses the NRS and IRS surveys' raw data to identify the reach of the media in these SEC segments and uses this input for pitching their campaign to large advertisers.

Although this classification is popular for over 18 years, the classification has its negatives also since it takes only two parameters: education and occupation .This is based on the assumption that higher education leads to higher income thus higher consuming potential. However, we know that this may not be true always. A trader or a retailer with no qualification can earn more income than a Postgraduate executive, but SEC will categorize the traders/retailers not as SEC A1 or A2.

Hence Market research users council (MRUC) has devised another classification called New Consumer Classification System (NCCS) which calculates a Household Premiumness Index (HPI) which takes parameters like ownership and consumption of media services and products with other demographics.